The brief:To reduce speeding in London by targeting the primary culprits – young male drivers – using a small budget of only £100K.The idea:An arcade-style driving game (www.boyracerspeedsim.com) that demonstrates the consequences of speeding: you cannot get out of your drive because you have too many points on your licence. The game was emailed to the audience and seeded into car-enthusiast messageboards.The results:We achieved cold list email open rates of 25% and a click-through of 40%.70% of those reached stated that the communication made them think twice about speeding.

Campaign research showed the game was ten times more cost-effective than the outdoor media in raising awareness (with 70% of those indicating the campaign made them think twice about speeding).The game became a discussion point and appeared in many blogs; for example http://blog.coolz0r.com/2006/04/15/boyracer/. Over the period of the campaign we saw a 29% reduction in the number of speeding tickets issued in London versus the same period the previous year.